SOCIAL MEDIA

MARKETING STRATEGY

2018

PREPARED FOR:

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Table of Contents

Table of Contents ............................................................................................................................ 2

1 Social Media Marketing Campaign Set Up .......................................................................... 3

2 Facebook Strategy................................................................................................................ 7

2.1 Facebook Strategy Overview ............................................................................................... 7

2.2 Commenting Policy .............................................................................................................. 7

2.3 Posts Ideas ........................................................................................................................... 8

2.4 Contests ............................................................................................................................... 9

2.5 Content Calendar ............................................................................................................... 10

2.6 March Posts ....................................................................................................................... 11

2.7 Facebook Ads ..................................................................................................................... 14

3 Twitter Strategy ................................................................................................................. 18

3.1 Twitter Strategy Overview ................................................................................................. 18

3.2 Twitter Growth Strategy .................................................................................................... 18

Conclusion……………………………………………………………………………………………………………………………….22

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1 Social Media Marketing Campaign Set Up Recommended social media platforms: Main (Primary) social media platform: Facebook Secondary social media platform: Twitter Third social media platform: YouTube

URL: https://www.facebook.com/LIDpaving Facebook will be a primary channel used for the social media campaign. The campaign objectives will be as follows:

• Distribute messaging throughout the campaign aimed at engaging the community, raising brand awareness, featuring and promoting services, driving qualified leads

• Provide a platform for the online community to participate in the contests • Provide a communication tool to ask questions and submit inquiries • Drive social media traffic to the website

Page Set Up Create LID Permeable Paving Canada’s Facebook page:

• Upload logo image • Create cover image • Upload Facebook Commenting Policy (in notes section)

Facebook Page Verification: The Facebook Page will need to be verified. In order to get a verification badge, we will need to complete the following process: “Upload a picture of an official document showing your business or organization's name and address. This will help us confirm you're an authorized representative of the page.” You can use a:

• Business utility or phone bill • Business license • Business tax file • Certificate of formation • Articles of incorporation”

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Verified pages show up higher in Facebook search results. Example of a verified page:

URL: https://twitter.com/LIDPaving Twitter will be a secondary channel used for the social media campaign. The objectives will be as follows:

• Distribute messaging throughout the campaign aimed at engaging the community, raising brand awareness, featuring and promoting services

• Provide a platform for the online community to participate in the contests • Provide a communication tool to ask questions and share user generated content • Distribute messaging to a wider audience who may not be on Facebook • Spread the message to targeted key influencers like real estate developers, engineers,

CEO’s and decision makers with a large following Page Set Up Set up a Twitter profile will include the following:

• Upload logo image • Create and upload header image • Add Bio information, add website URL

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We will set up and customize the YouTube page. The campaign objectives will be as follows:

• Explain what LID Permeable Paving is all about due to a series of videos • Raise brand awareness and create a corporate brand image

Page Set Up Set up a customized YouTube Page which will include the following:

• Upload logo image • Create and upload header image • Add description, specialties, website URL

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Facebook Strategy

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2 Facebook Strategy

2.1 Facebook Strategy Overview

a. Build community

b. Content marketing - organic posts (18-20 posts per month)

c. Channel monitoring – monitor all channels for follower comments, respond to

comments as needed and notify LID Permeable Paving when input is required on replies

(Mon-Fri. 10am-6pm)

d. Reporting – monthly report with campaign analytics and progress

e. 1 Monthly Facebook video or contest

f. Facebook Advertising (Facebook Likes, Website Clicks, Promoted Posts)

2.2 Commenting Policy

Added to in the ‘notes’ tab of the Facebook page upon approval: LID Permeable Paving encourages comments, critiques, questions, and suggestions. By posting comments on the LID Permeable Paving Facebook Business Page, you are agreeing to the following:

• All comments left on the LID Permeable Paving Facebook Business Page are the responsibility of the commenter. By submitting a comment on our page you agree that the comment content is your own, and hold encourages and this site and/or Facebook Business Page harmless from any and all legal action(s), repercussions, damages, or liability as a result thereof.

• LID Permeable Paving reserves the right to delete or mark as spam any and all comments. They also have the right to block access to any one from posting to the LID Permeable Paving Facebook Business Page.

• While this is an open forum, it is also a family friendly one. We request that you please keep your comments and wall posts in this spirit and refrain from using any profane or foul language. In addition to keeping it family friendly, we ask that you follow our posting guidelines outlined below. If you do not comply, we reserve the right to remove your message(s) or post(s) exclusively at LID Permeable Paving’ discretion.

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• We will not allow personal attacks or vulgar, abusive, offensive, threatening or harassing images and/or language. This includes creative spellings of swear words using asterisks or spaces between words.

• We will not allow comments that promote, foster or perpetuate discrimination on the basis of race, creed, color, age, religion, gender, marital status, status with regard to public assistance, national origin, physical or mental disability or sexual orientation.

• We will not allow comments that contain sexual content or links to sexual content. • We will not allow comments that promote or advertise a person or a business or

commercial transaction that is unrelated to LID Permeable Paving. • We will not allow the same content to be posted multiple times. Any subsequent

posting of identical information will be deleted. • We will not allow comments that promote or oppose any person campaigning for

election to a political office or that promote or oppose any ballot measure. • We will not allow comments or posts that disclose information which the agency and its

employees are required to keep confidential by law or administrative rule. • Please note that by commenting or posting on the LID Permeable Paving Facebook

Business Page you participate at your own risk, taking personal responsibility for your comments, your username and any information provided.

• Opinions expressed in public comments do not necessarily reflect official positions of LID Permeable Paving.

• Any information posted on the LID Permeable Paving Facebook Business Page is considered public information and may be subject to monitoring, moderation, being deleted or disclosed to third parties at the sole and exclusive discretion of LID Permeable Paving and/or its Moderators and representatives.

2.3 Posts Ideas

a. Important announcements

Media coverage

Press Releases

b. Engaging posts

Inspirational quotes, quotes about the environment

Interesting facts & stats about LID Permeable Paving

c. Promotional posts

Feature specific location benefits of using Ecoraster

Feature services and possibilities of Ecoraster

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d. Photos of finished projects – photos are provided by LID Permeable Paving

e. Featured Events – photos and descriptions are provided by LID Permeable Paving

f. Videos – videos are created by iRISEmedia or LID Permeable Paving

g. Blog posts – resources include:

LID Permeable Paving blog page

2.4 Contests Contest ideas

a. Trivia Question

Platform: Facebook; set up included

‘Answer Correctly to Win [Prize]’ - Winner will be selected among the entrants with the

right answers

b. Caption Contest

Platform: Facebook; set up included

‘Write your own caption as a comment below this photo. Most original caption wins

[Prize]’

c. Like the Post to Win

Platform: Facebook; set up included

‘LIKE this post to win [Prize]’

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2.5 Content Calendar

February 20 - Family Day

March 25/28 – Easter

April 22- Earth Day

May 8 – Mother’s day 23 – Victoria Day

June 5- World Environment Day 19 – Father’s Day

July 1 – Canada Day

August 1 – Civic Holiday

September 5 – Labour Day 26 - World Environmental Health Day

October 10 – Thanksgiving

November 11 – Remembrance Day

December 24 - Chanukah 25 – Christmas 31 – New Year’s Eve

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2.6 February/March Posts

Date Boost Y/N

Copy Creative

Feb 16 Y Welcome to LID Permeable Paving Canada! Check out our brand new website to learn more about LID/Permeable paving alternatives.

Feb 17 Y LID Permeable Paving was

established to address the increasing focus and ever growing demand for LID/Permeable paving alternatives.

Flooded Street Picture

Feb 21 Y Ecoraster is fast and easy to install and is the perfect product for transporting to remote locations. Ecoraster carries a 20 year manufacturer warranty.

Feb 22 Y Did you know? Ecoraster is

made from 100% post-consumer recycled plastic bags.

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Feb 23 Y Did you know? Ecoraster was designed and engineered in Germany specifically to handle extreme climates, both hot and cold, and frequent snow plowing.

Feb 24 Y Snow plowing with Ecoraster?

No problem! https://www.youtube.com/watch?v=5EQbhR4bXi8

Feb 27 Y LID Permeable Paving Offers a Sustainable and Affordable Alternative to Traditional Paving Methods. Learn more on our website

image2.jpg

Feb 28 Y Did you know? Ecoraster is specified by both NATO and the British military and can support weight loads of up to 800 tonnes/m2.

Mar 1 Y The equestrian and agricultural

applications of Ecoraster are well known and accepted world-wide. Ecoraster is a high quality, permeable ground reinforcement product that immediately eliminates mud from high traffic areas like gates, feeding areas and paddocks.

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Mar 2 Y Interested in taking the steps to include LID permeable paving alternatives instead of traditional paving surfaces, but where to start? Learn more on our website.

Mar 3 Y Want to learn more about

Ecoraster Bloxx? Watch this video to find out more!

https://www.youtube.com/watch?v=uDt8CUqnCe4

Mar 6 Y Did you know? Ecoraster is not only a LID, Low Impact Development, paving alternative, it is also manufactured in a low carbon foot print manner and it is truly permeable with greater than 95% open surface.

Mar 7 Y Blog Article TBD

Mar 8 Y Did you know? Ecoraster is used for dairy barns as a sand bed stabilizer, reducing the volume of sand bedding needed, facilitating regular clean up and providing an insulating base keeping the livestock warmer and dryer.

Pict 1947 Picture of a dairy barnAd

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Mar 9 Y Did you know? Ecoraster is a full circle product; comprised of 100% recycled plastic bags which reduces the damaging plastic pollution from our natural waters and landfills.

Mar 10 Y Blog Article TBD

Mar 13 Y We are the proud distributors of Ecoraster. Ecoraster is the #1 best-selling permeable paver in Europe where permeable paving has been the “norm” for almost three decades.

Mar 14 Y Ecoraster has been used

successfully for almost 25 years for a wide range of applications; everything from driveways to parking lots, erosion control to pathways, helicopter landing pads to hot tub pads and tree root protection to fire access lanes and of course, equestrian and agricultural applications.

Mar 15 Y Ecoraster is an elastic product

that retains its flexibility in extreme climates, both hot and cold, and makes the surface enjoyable and safe for both horse and rider.

Posts: 19

2.7 Facebook Ads

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Geo Target: Toronto +50mi – Secondary Target: Southern Ontario Age group: 25+ Interests: Some of the targeted interests include:

• Environment • Environmentally friendly • Real estate • Real estate development • Ecoraster • Sustainability • Agriculture • Recycling • Architecture • Landscaping • Urban planning • Engineering

Promoted Posts

• 18-20 posts per month • Posts will be monitored and promoted for maximum engagement

Facebook Page Likes

Text: LID Paving is One of Ontario’s First Permeable Paving company and Distributor of Ecoraster. German Engineered – Manufactured in Germany and Canada. Text: LID Permeable Paving Offers a Sustainable and Affordable Alternative to Traditional Paving Methods. Text: Learn more about the Endless Advantages of Ecoraster – The World’s Most Popular Alternative to Asphalt Text: The Most Environmentally Friendly Paving Alternative Available

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Facebook Website Clicks Headline: An Affordable Alternative to Traditional Paving Methods Text: Permeable Paving is a clever alternative to asphalt; affordable, easy to install and environmentally friendly Headline: Made From 100% Post-Consumer Recycled Plastic Bags Text: LID Paving is Heavy duty, High Quality Permeable Paving Alternative that is Fully Sustainable Headline: #1 Best-Selling Permeable Paver in Europe – Now in Canada Text: Ecoraster is The Leader in Low Impact Development Paving. 100% Eco Friendly! Headline: An Affordable Alternative to Traditional Paving Methods Text: Made from 100% post-consumer recycled plastic bags Headline: Sustainable Paving Alternative – Canadian Distributer Text: The Leader in Durable Paving for Commercial and Industrial Needs

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Twitter Strategy

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3 Twitter Strategy

3.1 Twitter Strategy Overview

a. 18-20 Tweets per month - variations of Facebook posts with relevant hashtags,

mentions etc.

b. Targeted Twitter growth implementation – manually following targeted profiles of

influencers, followers of influences & relevant profiles

c. Monitoring + replying to comments and mentions (Mon-Fri. 10am-6pm)

d. Reporting – Monthly report of campaign analytics & progress

18-20 planned tweets per month will be created based on ideas being promoted on Facebook but will be optimized for Twitter i.e. 140 characters, hashtags, mentions, short URLs etc. In addition, engagement with followers and new followers will include retweets of relevant content, thanking new followers, replying to questions and comments etc. Daily hashtags: #environmentallyfriendly #costsaving Brand hashtag: #LIDPaving Location hashtags: #Toronto, #Ontario, #TO Services hashtags: #Ecoraster

3.2 Twitter Growth Strategy

a. Follow 200-300 targeted Twitter profiles per month and ensure a continuous balance of

followers/following ratio through strategic unfollowing.

b. Geo target: Primary target – GTA, Secondary target – Southern Ontario

c. Follow main influencers and b. people who follow them.

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Some of the Twitter Influencers

Real Estate/Architects

Urban Toronto @Urban_Toronto

Pope Real Estate @poperealestate

Century 21 Atria @C21ATRIA

Toronto Real Estate @EstateRealty

PLANIT Real Estate @planit_for_life

Kirkor Architects @KirkorArchitect

Developers/Engineers

Madison Homes @mymadisonhome

Adi Development Group @TariqAdi

STREETCARlofts @STREETCARlofts

Build Toronto News @build_toronto

Founder Inst Toronto @FoundingTO

Environment

Toronto Environment @TOenviro

MaRS @MaRSDD

IS Foundation @ISF_Toronto

CaGBC Greater Toronto @CaGBCGTC

Other Accounts

City of Toronto @TorontoComms

Live Green Toronto @LiveGreenTO

Green Line Toronto @GreenLineTO

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Conclusion An integrated approach: The key to a successful social media marketing campaign is to ensure all social media channels work together effectively and are interactive. Content strategy: Social media channels serve different audiences. Apart from defining the main goal for each social media channel, it is crucial to implement a customized content strategy. Advertising: Once posts and/or contests are created and uploaded on the respective social media channels, it is important to use part of the budget spend with Facebook in order to promote the posts and obtain the most “reach” potential in the relevant geo-target. From ‘Likes” to customers: Once your online community starts engaging with content and participating in contests, it will increase their trust and brand awareness. This will lead to an increase in their likeliness to promote LID Permeable Paving to their social circles.

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THANK YOU!